The Interactive Effects of Self-Connection and Self-Esteem in the Affect Transfer Process of Consumer Brand Extension Evaluations

Zhuohao Chen, Warwick Business School, University of Warwick, UK
Qing Wang, Warwick Business School, University of Warwick, UK
More and more brands with a distinct brand personality have broken the rule of “fit” in brand extension practice, successfully extending themselves into distant categories. A pilot study verifies that brand personality influences brand extension attitude through two antecedents: (1) the fit between the extended category and the original brand personality, and (2) self-connection of the consumer to the brand. Further, self-esteem moderates the latter mechanism, which indicates that consumers of higher self-confidence are more willing to transfer the original affect (self-connection) directly to the extension without a fitting process.
[ to cite ]:
Zhuohao Chen and Qing Wang (2011) ,"The Interactive Effects of Self-Connection and Self-Esteem in the Affect Transfer Process of Consumer Brand Extension Evaluations", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 896-897.